Jaye Edwards, owner and founder of Jaye Haircare, is thrilled to announce that on March 30, MECCA will launch his namesake brand into 30 Australian and New Zealand stores and online.
After gaining international recognition for his leading hair salon chain, EdwardsAndCo, Edwards is now focusing his innovative approach on creating quality hair care products.
Using his extensive salon experience, knowledge and passion, Edwards has partnered with Australian beauty retail giant, MECCA to share his magic, formulating quality products that unlock the secret to creating his iconic and effortless looks.
His product collection, much like his salon philosophy, combines an essential balance of science and nature, utilising luxurious botanicals, and pure essential oils. Each ingredient has been hand selected by Edwards himself, to ensure the range is of the highest possible standard, while respecting the individual and delicate nature of hair.
Jaye Haircare consists of three key products - Dry Texture Spray, which initially launched in 2019 as a salon exclusive, Volumising Sea Mist and Defrizz and Fatten Cream which are launching for the first time with MECCA.
Edwards said developing his own range of products seemed like the natural next step in sharing signature EdwardsAndCo looks with as many people as possible.
“My styling collection of Dry Texture Spray, Volumising Sea Mist and Defrizz and Fatten Cream was inspired by my EdwardsAndCo salon clients. I want clients to leave my salons looking amazing but I also want to equip them with the tools they need to create beautiful, salon quality hair at home, too,” said Edwards.
"The styling collection is just the beginning. I have some epic products in the pipeline which I can't wait to share."
The products will support the new MECCA Manes x EdwardsAndCo Blow Dry Bar which launched in MECCA’s new Sydney flagship, the southern hemisphere’s largest ever beauty store.
Edwards developed six signature blow dry styles exclusively for MECCA Manes, which are all created using Jaye Haircare products.